What Are NFL Fans Watching Most In The Offseason?

The NFL season is back. But those audiences aren't a monolith, and plenty of advertisers can't necessarily afford to reach fans during NFL games. These viewers aren't just gone to the wind during the offseason, though.

iSpot’s new report, The Unified NFL TV & Video Ad Playbook, unveils a new advanced audience ranker to find NFL viewers when they're not watching football – usually at significantly lower costs. The chart below measures what share of NFL audiences (that watched an average of one hour of games per week) specific shows reached during this past offseason.

Notably:

• News programming like ABC World News Tonight With David Muir, 60 Minutes, CBS Evening News and NBC Nightly News With Lester Holt all saw overlap above 60% with avid NFL viewers.
• Syndicated shows like Law & Order: Special Victims Unit (53.47%), Big Bang Theory (33.7%) and Diners, Drive-Ins and Dives (33.6%) all delivered significant overlap, and at an even lower cost.
• Understanding these lookalike audiences and overlaps help brands of all shapes and sizes optimize TV ad budgets, while also giving networks the opportunity to better position sales for non-sports programming.